Purpose- The purpose of this study is to investigate the factors which influence a consumer’s decision to buy counterfeit products. Factors like product involvement, product attribute, price and gender are of particular interest for the purpose of this research. Design/Methodology- A total of 50 questionnaires were distributed among students of Air University and Foundation University. The questionnaire comprised of 21 questions. Data was analysed using linear regression. Findings- Gender showed a correlation with intention to purchase even though its effect was not clear. Price showed a negative correlation with intention to purchase. Product attribute did not exhibit a significant relationship with intention to purchase. Similarly product involvement showed correlation with the dependent variable but its effect on the dependent variable was not clear. Research limitations- A more appropriate method would be survey students in shopping malls. Cultural and other factors should may be considered as well. Future research should focus on counterfeits other than related to electronics or fashion accessories. Originality/Value-Fashion accessories, items which have an abundance of counterfeits were selected, as opposed to electronic items like tablets or mobile phones.
